ProJo ad revenue dropped 13 percent over the last year

A new filing with the Securities and Exchange Commission shows the Providence Journal's advertising revenue dropped nearly 13 percent between the third quarter of 2011 and the third quarter of 2012.

The decline, from just over $12 million to almost $10.5 million, was substantially steeper than that faced by parent company A.H. Belo's two other large newspapers, the Dallas Morning-News and the Press-Enterprise of Riverside, California.

The Press-Enterprise saw a drop of 6.6 percent in the same period and at the Morning-News, advertising and marketing revenue dipped 2 percent.

The Journal's advertising hits came across the board - display, inserts, classified, and digital. But the most significant drops were in classified (19.1 percent) and digital (16.4 percent).

The decline continues a long-term trend. The paper's advertising revenue plunged some 61 percent between 2005 and 2011.

The Journal recently cut 11 jobs through buyouts. The paper is moving to shed an additional $1.2 million in salary, or roughly 16 jobs, through a combination of buyouts and - if necessary - layoffs.